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Folks, I'm not buying it. I'm sure print billboard companies made the same argument. Or, for that matter, TV advertisments. "Don't think TV is driving you business? Then we should get rid of televisions."

Rather than focusing your energy on simply saying your SEO is having a halo effect on sales, focus on metrics. Demand a web-only phone number. Or be clear with expectations up front -- educate them BEFORE it becomes a problem.

SEO will not equal more sales. It will equal more leads, in the form of web traffic, and sometimes in the form of preferred actions (a form). Anything else is a promise that can't be measured and up for argument. And you don't argue with a client.